Multiculturalism: The unstoppable global trend – Campaign India

More on multicultural marketing from Mike Fromowitz of Ethnicity Multicultural Marketing + Advertising Inc:

In a recent Huffington Post article titled ‘Multicultural marketing: a must for multicultural countries.’ author Kimron Corion put it this way:  “I realised that many businesses were using the same marketing message to target everyone, regardless of race and culture. Even though social media and the Internet have made it easier to do marketing, using the same generic message for everyone was not the best approach. I believe that people should be marketed to in their culture and their beliefs. And thats when I came in contact with a term that I believe has been revolutionising marketing. Maybe not more than the Internet has done, but I believe its a concept thats very important and many marketers should embrace it. Its called multicultural marketing or ethnic marketing.

“Multicultural marketing refers to marketing to one or more person of a particular ethnic background. This tends to take into consideration a persons age, gender, culture, norms, language, religion, traditions etc. to persuade that person to buy. Additionally people tend to stay within their cultural boundaries, their norms, traditions, culture, all tend to influence their buying habits. Multicultural marketing or ethnic marketing is very important and it is one of the factors that will help determine the success of many marketing campaigns.”

Immigrants the world over would rather be advertised to in their first language, within their cultural mores. Many of them wish to be communicated to in their language of choice—it’s more comfortable and appealing to them, and for many, it’s much easier than reading English. Culture takes time to learn and it’s not easy. So it’s better not to expect that everybody reading your ad will understand any subtle, implicit culturally related message. Irony and culture is similar – either you get it or you don’t.

Multiculturalism: The unstoppable global trend – News – Advertising – Campaign India.

When the “Multicultural” Penny Dropped – NCM

Diff comms have diff hot buttonsGautam Nath of Balmoral Multicultural Marketing on marketing to an increasingly diverse Canada:

Research was the backbone to facilitate professionalism in this market. There were but one or two long-established multicultural communication firms in Canada 20 years ago. Soon talent got together and a string of new agencies cut their teeth in the new space.

Today, there may be over 20 agencies, and in this digital era, each one looks very professional and established online.

The proof is in the pudding, however. Several agencies are literally one-man-shows operating from the confines of their basements looking to bag new business. A few have dedicated physical office space but operate with less than a handful of staff. And, literally, less than five agencies have dedicated in-house resources to support the full suite of client needs. However, this thin selection is supported by a contingent of planning, production, and other freelancers that give outside support to wherever the business goes.

Notwithstanding, over the years, the market has seen a wide range of companies wooing the multicultural consumer. In fact, it is estimated that the dollar spend of this community is about $40 billion annually and growing. But the challenge is that few marketers are constant spenders year on year.

With clients being erratic in their spending, each year is anybody’s guess.

Fortunes are made in a day and fortunes are lost with equal haste in the multicultural support services business. The long-standing, endurance-oriented and action-driven agencies will survive, others will truly shake in the wind.

Product groups that addressed these segments were the Big 5 banks initially and then the telecommunication providers. This was soon followed by large retailers, food products, real estate, automotive and entertainment. Education and settlement agencies are also growing in their spend in communicating to these audiences. But other than a handful with long-term vision and deep pockets, many are still in a pilot and a learning phase.

When the “Multicultural” Penny Dropped – New Canadian Media – NCM.

Tire Review – Embracing Diversity

I never thought I would see a tire magazine talking about diversity but makes sense, given the need for differentiated marketing strategies:

“Being diverse opens you up to a whole world of customers, which at the end of the day means more sales,” says Corey Miller, president of Halifax, Nova Scotia-based Miller Tirecraft. “There’s no point in limiting yourself to just 75% of the market; you may as well try to reach 100% of it. There’s a business case to support that it’s more profitable. I truly believe when you’re open and inclusive, the logical result is that you attract more customers.”

Community Tire, based in Phoenix, has undertaken two highly successful marketing campaigns, first one for the LGBT community and subsequently one targeting women.

While both groups actually have much in common from a customer standpoint, CEO Howard Fleischmann Sr. says, “The difference between marketing to the female community and the gay community is if you do a good job with women and they trust you, they’re going to come back. If you do that for someone in the gay community, they’re going to come back but they’re going to bring six of their friends. It’s a very good group of customers to have.”

“Women are loyal customers,” agrees Tania Flynn Warminski, vice president of Hermitage, Pa.-based Flynn’s Tire & Auto Service. “Once they find a professional who they know is knowledgeable, honest and values their business, they will not only be loyal to that business, but they will tell all of their friends about it.”

Tire Review – Embracing Diversity.

Multiculturalism: Good for the Bottomline and Your Gateway to Global Markets 

Tips on multicultural marketing:

Juliette Mayers the Executive Director for Multicultural Marketing for Blue Cross Blue Shield of Massachusetts shares seven success factors for those desiring to target multicultural consumers:

Do your Homework: Research whether formal or informal is critical to guiding your multicultural marketing program. The research data will inform you on the purchasing habits, lifestyle, and product and service preferences of multicultural consumers. Consult data to help tailor your marketing and advertising campaigns to fit your customers’ needs.

Get Buy-In: Launching a multicultural marketing program must be based on the fact that it makes good, practical business sense. To succeed, it must have the commitment both in human and financial resources and acceptance at all levels of the corporation, beginning at the office of the CEO.

Self Evaluate: It is important to evaluate your services and products to determine if they reflect the cultural sensibilities of consumers you are targeting.

Evaluate Competitors and Industry: Research your competitors and industry’s approach vis-à-vis multicultural consumers and evaluate and review best practices. Ask are there ways we can improve on what’s already being done in the marketplace industry? Then differentiate your brand strategy.

Engage Consumers Through Partnership: Engage in “socially responsible” corporate philanthropy and co-branding marketing programs and sponsorships that are important to multicultural consumers. Positive perception and word-of-mouth advertising are vital to fostering a positive relationship with culturally diverse consumers.

Identify Support Expertise: Outside help can be useful. Find a top quality multicultural/trans-cultural marketing communications firm to assist you. Such expertise can collaborate with your in-house marketing staff and/or advertising agency to ensure your marketing strategies are “on target,”as well as avert any crises that may result from unforeseen issues and perceptions that may arise.

Multiculturalism: Good for the Bottomline and Your Gateway to Global Markets | Colette A.M.Phillips.

Oh, Canada! Ethnic marketing giving way to “post-multiculturalism”

Another illustration of how multiculturalism and diversity is part of the mainstream:

“You see marketers who want to portray the Canadian mosaic in their advertising, which is important. But people don’t even see it as a mosaic anymore; it’s just the way it is,” Evans said. “We’re becoming less sensitive to those things because they’re part of the norm.”

Oh, Canada! Ethnic marketing giving way to “post-multiculturalism”.

Marketers are missing the multicultural opportunity | Marketing magazine

Multiculturalism as mainstream marketing in Australia.

Marketers are missing the multicultural opportunity | Marketing magazine.